Nationwide Insurance: HRC Turnaround

Wilde Agency

Entry Information

Country where program ran: USA
Program start date: 08/01/12
Program end date: 09/30/12
Advertiser/Client Name: Nationwide Insurance
Product/Service Description: Nationwide sells auto insurance through AFFINITY groups (college alumni associations, professional associations, cause-related groups, etc.). They offer a small discount to members of the group, however even with that discount, they are NOT a low-priced provider.
Category: Insurance (IS)

Strategy

Business problem

The Human Rights Campaign (HRC) is a group of GAY, lesbian, bisexual and transgendered (GLBT) people and their supporters. Among all the affinity groups Nationwide Insurance targets, the Human Rights Campaign (HRC) group performs SO POORLY that Nationwide was about to STOP marketing to it. They decided to try one LAST TIME, and made that assignment our agency's first for Nationwide. Why did efforts to this group do so badly? Several potential reasons: The affinity discount was tiny. The market is crowded with other options, some of which are much less costly. And, perhaps MOST IMPORTANT, brand tracking studies showed other insurance agencies had gained more traction in this market. (Ex: Progressive Insurance with their campy spokesperson Flo).